Sheridan USA taps Feiwel as design dir.

Patricia Feiwel will join Sheridan USA as new design director, effective Oct. 1, as the company, a division of Sheridan Australia, works to reinvent itself and move into different product categories.

Formerly Royal Velvet design director for the last two years, Feiwel will be responsible for all design direction at Sheridan USA.

"What better person to come in and help remake our brand than someone who was responsible for the creative direction of one of the greatest brands in our industry," said Sheridan USA president Bob Gehm. "This is another step in the right direction as we make Sheridan once again a pre-eminent brand in the business."

Prior to her stint at Pillowtex, Feiwel was design director for now-defunct Thomaston Mills for a year and design director at Fieldcrest for two years. Before that, she owned and operated her own apparel business for five years.